Euromonitor - Beer in The US

Beer in the US
Euromonitor International
September 2020
BEER IN THE US Passport i
LIST OF CONTENTS AND TABLES

HEADLINES ................................................................................................................................. 1
PRE-COVID-19 PERFORMANCE ............................................................................................... 1
Domestic light beers suffer as competition from hard seltzers mounts ..................................... 1
Non-alcoholic beers see strong growth as health and wellness trends reach beer .................. 1
Crown Imports continues to be the best performer among the large producers ....................... 2
2020 AND BEYOND ..................................................................................................................... 2
COVID-19 impact...................................................................................................................... 2
Affected products within beer ................................................................................................... 2
Recovery and opportunities ...................................................................................................... 3
CATEGORY BACKGROUND ....................................................................................................... 3
Lager price band methodology ................................................................................................. 3
Summary 1 Lager by Price Band 2019 ............................................................................ 3
Table 1 Number of Breweries 2015-2019 ................................................................. 3
CATEGORY DATA ....................................................................................................................... 4
Table 2 Sales of Beer by Category: Total Volume 2014-2019 .................................. 4
Table 3 Sales of Beer by Category: Total Value 2014-2019 ..................................... 4
Table 4 Sales of Beer by Category: % Total Volume Growth 2014-2019.................. 5
Table 5 Sales of Beer by Category: % Total Value Growth 2014-2019..................... 5
Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019 ........................ 6
Table 7 Sales of Beer by Off-trade vs On-trade: Value 2014-2019 ........................... 6
Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019 ....... 6
Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019 .......... 7
Table 10 GBO Company Shares of Beer: % Total Volume 2015-2019 ....................... 7
Table 11 NBO Company Shares of Beer: % Total Volume 2015-2019 ....................... 7
Table 12 LBN Brand Shares of Beer: % Total Volume 2016-2019.............................. 8
Table 13 Forecast Sales of Beer by Category: Total Volume 2019-2024 ................... 8
Table 14 Forecast Sales of Beer by Category: Total Value 2019-2024 ...................... 9
Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2019-
2024 ........................................................................................................... 10
Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2019-
2024 ........................................................................................................... 10
© Euromonitor International
BEER IN THE US Passport 1
BEER IN THE US
HEADLINES
▪ With the COVID-19 pandemic leading to major shutdowns in the on-trade channel, overall
beer sales are declining sharply in 2020
▪ Total volume sales of beer fall by 1% to 23.5 billion litres in 2019
▪ Imported beer continues to see a more dynamic performance than domestic beer in 2019,
while non-alcoholic beer benefits from rising interest and brand development
▪ Non-alcoholic beer records the fastest total volume growth of 15% in 2019
▪ Unit prices for beer rise by 2% in current value terms in 2019
▪ Anheuser-Busch InBev loses share but continues to lead beer with a 42% total volume share
in 2019
▪ Beer to record a negative total volume CAGR of 2% over the forecast period to fall to 21.6
billion litres in 2024
PRE-COVID-19 PERFORMANCE
Domestic light beers suffer as competition from hard seltzers mounts

Domestic light beers such as Bud Light, Miller Lite and Coors Light hold the biggest shares in
the sales of beer in the US. As health and wellness trends sweep the beverage landscape, one
would think that lower-calorie and lower-carb beer brands would fare well, but that has not been
the case. Beer is a highly mature category. For the past few years growth within in it has been
led by innovation through craft products and changing consumer demographics that have
boosted Mexican imports. This means that it has been difficult for light beers to stimulate growth
as fewer and fewer new consumers are drawn towards these products. Light beers have also
seen mounting competition from outside of the beer category. Hard seltzers have swiftly picked
up billions of dollars in sales across the US. With virtually zero carbs and low calorie counts,
consumers have begun to look towards hard seltzers as the more health-conscious choice over
light beers, in many ways mirroring the success of sparkling flavoured waters over sodas. Hard
seltzers are also able to compete on price, where other similarly low-carb, spirit-based RTDs
have not been able to. On-trade sales remain important within beer and far outnumber those of
hard seltzers within the channel. However, hard seltzers are still immature within the US market
and efforts for an on-trade push were only beginning at the end of the review period, posing a
further threat to light beers and other mid-priced lagers.
Non-alcoholic beers see strong growth as health and wellness trends

reach beer
Non-alcoholic beers have traditionally struggled in the US, but, in 2019, the category saw a
swift performance turnaround. Its growth has been led by the highly fragmented craft non-
alcoholic beer niche. Many of these small breweries only began producing in 2018 and have
seen a lot of success, with the 2019 growth representing their growing influence on the overall
category. Bigger legacy brands like O’Douls, Sharp’s or Coors NA continue to see declines. The
main reason for these divergent trends in terms of success is the changing consumer base in
non-alcoholic beer.
These small craft brewers, such as Athletic Brewing and WellBeing Brewing, are advertising
their drinks as a responsible, health-conscious alternative to alcoholic drinks aimed at younger
adult consumers – as part of the “mindful drinking” trend. They have appropriated a lot of regular
craft trends, such as IPAs, to make non-alcoholic beer more palatable and interesting, as well
as updating brewing methods to provide higher quality. The new focus on quality has also been
attracting consumers who are curious about these products. Non-alcoholic craft beer brands
have slowly begun to shift perceptions of the category, as opposed to legacy brands, which are
still associated with poor taste, low quality, and struggles with alcohol addiction. Craft non-
alcoholic beers are presented as more of a healthier choice for people seeking to taper off their
alcohol consumption or to better pace themselves while drinking – a high rate of non-alcoholic
beer consumption now happens concurrently with alcoholic beer consumption.
Crown Imports continues to be the best performer among the large

producers
Crown Imports currently holds the third largest share in beer. Amid overall category declines,
the producer is an outlier among other major companies, which have been seeing share
declines. Crown Imports specialises in Mexican imported beer, which has been helping to drive
sales in the overall imported lager category. As European beers like Heineken or Beck’s reach
maturity in the US, the steady transformation of US demographics has led to the rising
popularity of Mexican beers. While Corona Extra continued to record declining sales, Modelo
Especial has now overtaken it as the top Mexican beer brand and has emerged as one of the
most dynamic brands in US beer. Crown Imports’ other brands, such as Modelo Especial
Chelada, Negra Modelo, and Pacifico, also continued to grow, guaranteeing consistent success
for the company.
2020 AND BEYOND
COVID-19 impact
On-trade volume sales of beer are expected to fall by 55% in 2020 in light of the impact of
COVID-19. This compares to the 4% decline forecast for 2020 during research conducted in
May 2019, ie before the spread of COVID-19. Off-trade volume sales of beer, meanwhile, are
expected to increase by 8% in 2020 due to COVID-19’s impact. This compares to an expected
1% decline forecast for 2020 during our research conducted in May 2019.
The early stages of the pandemic saw massive rates of stockpiling among US consumers. As
a result, off-trade sales of beer were seeing strong growth. In addition to grocery stores and
liquor stores remaining open, e-commerce saw huge gains as many consumers opted to order
their beer online. However, on-trade closures will result in an overall negative impact on the
category, with around half of all beer sales normally being made through on-trade channels in
value terms. While closures of bars and restaurants only lasted about a month at a nationwide
level, subsequent regional and local lockdowns, the required reduced capacity at
establishments once reopened and the many permanent closures will mean that 2020 on-trade
sales will be less than half the levels recorded a year earlier in 2019 in value and volume terms.
This will have a lasting impact on the beer category not only in the rest of 2020 but also over the
entire forecast period.
Affected products within beer

The hardest hit categories within beer have been those that are most reliant on on-trade
occasions, including the more premium craft categories. The craft-heavy ale category will suffer
most in 2020. Smaller craft brands rely heavily on traffic through their breweries and brewpubs,
where much of their on- and off-trade sales take place. Craft also skews towards premium
pricing, and, amid economic difficulties, consumers are less likely experiment and spend top
dollar on beer. In the off-trade, the categories that will benefit are in lager, specifically domestic
mid-priced and imported premium products. These two categories were already among the most
popular in beer, and consumers are now seeking out old comforts and reliable pricing. Another
benefit for these lagers is their wide availability and distribution across the country, and their
large multipacks. Cost-conscious consumers have begun purchasing large multipacks both for
the savings and to limit their trips to the store.
Recovery and opportunities

Beer sales will not recover fully to their 2019 levels by the end of the forecast period. The on-
trade sales will begin to recover in 2021, recording strong growth over the rest of the review
period, but this will be from a 2020 base that will be less than half that of 2019. Even as the on-
trade recovers, enduring apprehension about public spaces and permanent closures will
continue to affect sales in the coming years. The pandemic’s lasting economic impacts on the
country will also hit beer sales, particularly in the on-trade, as high rates of unemployment will
leave little financial room for going out. Previous trends that favoured craft and imported beers
are likely to return, but at a reduced capacity. This will see imported premium lager remaining
one the better performers in beer over the forecast period. While the non-alcoholic beer trend
took a back seat during the COVID-19 outbreak, it is expected to continue to see strong growth
as consumers once again incorporate health and wellness trends into their drinking regimes and
the category’s focus on online distribution will be advantageous as e-commerce grows in
popularity.
CATEGORY BACKGROUND
Lager price band methodology

The top four beer brands in the US – Bud Light, Coors Light, Miller Lite and Budweiser – are
all positioned within the mid-priced band, making this the most competitive segment in the
country. Each product is priced at around USD5.00-6.00 for six 12fl oz (355ml) bottles, with
systemic price increases and discounts built in around the popular summer beer drinking
months. Historically, Budweiser and Bud Light were priced at a premium compared to other
standard lager offerings due to strong brand equity. However, beer price wars have essentially
eliminated any differences.
Summary 1 Lager by Price Band 2019

Category Price range per litre
Premium USD2.44-4.92
Mid-priced USD1.48-2.43
Economy USD0.85-1.48
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: Price bands for lager are based primarily on price, but positioning and packaging are other factors that
are considered in classification
Table 1 Number of Breweries 2015-2019
Year 2015 2016 2017 2018 2019
Craft 4,628 5,539 6,490 7,346 8,275

Non-Craft 44 67 106 104 111
Total 4,672 5,606 6,596 7,450 8,386
Source: Euromonitor International
CATEGORY DATA
Table 2 Sales of Beer by Category: Total Volume 2014-2019
million litres
2014 2015 2016 2017 2018 2019
Dark Beer 2,207.6 2,373.8 2,435.1 2,435.9 2,426.4 2,417.5

- Ale 1,481.1 1,612.5 1,696.0 1,726.2 1,750.8 1,783.0
- Sorghum - - - - - -
- Weissbier/Weizen/ 726.4 761.3 739.1 709.7 675.6 634.4
Wheat Beer
Lager 21,349.5 21,381.0 21,210.3 21,043.0 20,771.1 20,591.4
- Flavoured/Mixed Lager 320.7 351.3 345.0 331.8 337.8 355.1
- Standard Lager 21,028.8 21,029.6 20,865.4 20,711.2 20,433.3 20,236.3
-- Premium Lager 5,189.0 5,632.4 5,943.1 6,171.6 6,352.5 6,615.0
--- Domestic Premium 1,929.4 2,134.5 2,207.4 2,259.4 2,357.1 2,471.6
Lager
--- Imported Premium 3,259.6 3,497.9 3,735.8 3,912.2 3,995.4 4,143.4
Lager
-- Mid-Priced Lager 10,551.3 10,275.3 9,918.7 9,592.5 9,247.5 8,907.4
--- Domestic Mid-Priced 10,551.3 10,275.3 9,918.7 9,592.5 9,247.5 8,907.4
Lager
--- Imported Mid-Priced - - - - - -
Lager
-- Economy Lager 5,288.6 5,121.9 5,003.5 4,947.1 4,833.4 4,713.9
--- Domestic Economy 5,288.6 5,121.9 5,003.5 4,947.1 4,833.4 4,713.9
Lager
--- Imported Economy - - - - - -
Lager
Non/Low Alcohol Beer 215.1 204.3 195.4 182.8 175.9 183.0
- Low Alcohol Beer 116.5 105.7 100.1 91.2 83.6 77.1
- Non Alcoholic Beer 98.5 98.6 95.4 91.6 92.4 105.8
Stout 230.6 242.3 245.9 254.2 264.3 274.1
Beer 24,002.7 24,201.4 24,086.7 23,916.0 23,637.8 23,466.0
Table 3 Sales of Beer by Category: Total Value 2014-2019
USD million
2014 2015 2016 2017 2018 2019
Dark Beer 16,236.7 17,807.2 18,423.2 18,650.3 18,821.2 19,028.3

- Ale 11,570.1 12,862.9 13,594.5 13,959.9 14,300.1 14,724.3
- Sorghum - - - - - -
- Weissbier/Weizen/ 4,666.5 4,944.3 4,828.8 4,690.4 4,521.1 4,303.9
Wheat Beer
Lager 80,247.0 80,922.8 81,433.3 82,007.7 82,374.3 83,083.6
- Flavoured/Mixed Lager 1,212.0 1,291.4 1,304.1 1,239.3 1,272.1 1,353.1
- Standard Lager 79,035.1 79,631.4 80,129.2 80,768.4 81,102.2 81,730.5
-- Premium Lager 28,186.4 30,550.0 32,514.7 33,763.7 34,972.7 36,642.5
Lager
Lager
-- Mid-Priced Lager 34,939.4 33,589.3 32,553.7 32,224.7 31,431.3 30,601.0
Lager
Lager
-- Economy Lager 15,909.3 15,492.1 15,060.8 14,780.1 14,698.2 14,487.0
Lager
Lager
- Low Alcohol Beer 378.8 345.3 334.2 309.7 288.9 271.1
Stout 1,878.4 2,038.3 2,155.6 2,304.1 2,424.6 2,539.5
Beer 99,142.2 101,517.4 102,745.6 103,662.1 104,309.4 105,389.2
Table 4 Sales of Beer by Category: % Total Volume Growth 2014-2019
% total volume growth

2018/19 2014-19 CAGR 2014/19 Total
Dark Beer -0.4 1.8 9.5

- Ale 1.8 3.8 20.4
- Sorghum - - -
- Weissbier/Weizen/Wheat Beer -6.1 -2.7 -12.7
Lager -0.9 -0.7 -3.6
- Flavoured/Mixed Lager 5.1 2.1 10.7
- Standard Lager -1.0 -0.8 -3.8
-- Premium Lager 4.1 5.0 27.5
--- Domestic Premium Lager 4.9 5.1 28.1
--- Imported Premium Lager 3.7 4.9 27.1
-- Mid-Priced Lager -3.7 -3.3 -15.6
--- Domestic Mid-Priced Lager -3.7 -3.3 -15.6
--- Imported Mid-Priced Lager - - -
-- Economy Lager -2.5 -2.3 -10.9
--- Domestic Economy Lager -2.5 -2.3 -10.9
--- Imported Economy Lager - - -
Non/Low Alcohol Beer 4.0 -3.2 -14.9
- Low Alcohol Beer -7.7 -7.9 -33.8
- Non Alcoholic Beer 14.6 1.4 7.4
Stout 3.7 3.5 18.9
Beer -0.7 -0.5 -2.2
Table 5 Sales of Beer by Category: % Total Value Growth 2014-2019
% local currency, current value growth
2018/19 2014-19 CAGR 2014/19 Total
Dark Beer 1.1 3.2 17.2

- Ale 3.0 4.9 27.3
- Sorghum - - -
Lager 0.9 0.7 3.5
- Flavoured/Mixed Lager 6.4 2.2 11.6
- Standard Lager 0.8 0.7 3.4
-- Premium Lager 4.8 5.4 30.0
--- Domestic Premium Lager 6.1 6.6 37.8
--- Imported Premium Lager 4.0 4.7 25.6
-- Economy Lager -1.4 -1.9 -8.9
Non/Low Alcohol Beer 7.1 -1.1 -5.4
Stout 4.7 6.2 35.2
Beer 1.0 1.2 6.3
Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
million litres
2014 2015 2016 2017 2018 2019
Off-trade 17,441.9 17,634.6 17,685.3 17,613.4 17,374.3 17,262.3

On-trade 6,560.8 6,566.8 6,401.4 6,302.6 6,263.5 6,203.7
Total 24,002.7 24,201.4 24,086.7 23,916.0 23,637.8 23,466.0
Table 7 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
USD million
2014 2015 2016 2017 2018 2019
Off-trade 45,040.6 46,503.3 47,808.4 48,979.2 49,487.5 50,089.4

On-trade 54,101.5 55,014.0 54,937.2 54,682.9 54,821.9 55,299.9
Total 99,142.2 101,517.4 102,745.6 103,662.1 104,309.4 105,389.2
Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
% volume growth
2018/19 2014-19 CAGR 2014/19 Total
Off-trade -0.6 -0.2 -1.0

On-trade -1.0 -1.1 -5.4
Total -0.7 -0.5 -2.2
Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
% constant value growth

2018/19 2014-19 CAGR 2014/19 Total
Off-trade 1.2 2.1 11.2

On-trade 0.9 0.4 2.2
Total 1.0 1.2 6.3
Table 10 GBO Company Shares of Beer: % Total Volume 2015-2019
% total volume
Company 2015 2016 2017 2018 2019
Anheuser-Busch InBev NV 44.5 43.6 42.9 42.6 41.8

Molson Coors Brewing Co 12.4 25.8 25.6 25.0 24.6
Constellation Brands Inc 7.7 8.6 9.1 9.7 10.6
Heineken NV 4.2 4.2 4.5 4.5 4.4
Blue Ribbon 2.9 2.8 2.8 2.7 2.7
Intermediate Holdings LLC
Yuengling Brewery 1.3 1.3 1.2 1.2 1.2
Boston Beer Co Inc, The 1.4 1.2 1.1 1.0 1.0
Florida Ice & Farm Co SA 0.7 0.7 0.7 0.7 0.7
Diageo Plc 0.5 0.5 0.5 0.5 0.5
Sierra Nevada Brewing Co 0.5 0.5 0.5 0.4 0.4
New Belgium Brewing Co 0.4 0.4 0.4 0.4 0.4
Craft Brew Alliance Inc 0.3 0.3 0.3 0.3 0.3
Gambrinus Co, The 0.2 0.2 0.2 0.2 0.2
Sapporo Holdings Ltd 0.1 0.1 0.1 0.1 0.1
Lagunitas Brewing Co 0.2 0.3 - - -
SABMiller Ltd 13.8 - - - -
Foster's Group Ltd - - - - -
Modelo SA de CV, Grupo - - - - -
Pabst Brewing Co - - - - -
North American - - - - -
Breweries Inc
Others 8.9 9.5 10.1 10.6 11.1
Total 100.0 100.0 100.0 100.0 100.0
Table 11 NBO Company Shares of Beer: % Total Volume 2015-2019
% total volume
Company 2015 2016 2017 2018 2019
Anheuser-Busch InBev NV 44.5 43.6 42.9 42.6 41.8

MillerCoors LLC 26.2 25.8 25.6 25.0 24.6
Crown Imports LLC 7.7 8.6 9.1 9.7 10.6
Heineken USA Inc 4.2 4.2 4.2 4.1 4.1
Pabst Brewing Co 2.9 2.8 2.8 2.7 2.7
Yuengling Brewery 1.3 1.3 1.2 1.2 1.2
Boston Beer Co Inc, The 1.4 1.2 1.1 1.0 1.0
North American 0.7 0.7 0.7 0.7 0.7
Breweries Inc
Diageo Beer Co USA - 0.6 0.6 0.6 0.6
Sierra Nevada Brewing Co 0.5 0.5 0.5 0.4 0.4
New Belgium Brewing Co 0.4 0.4 0.4 0.4 0.4
Lagunitas Brewing Co 0.2 0.3 0.3 0.3 0.3
Craft Brew Alliance Inc 0.3 0.3 0.3 0.3 0.3
Gambrinus Co, The 0.2 0.2 0.2 0.2 0.2
Sapporo USA 0.1 0.1 0.1 0.1 0.1
Diageo-Guinness USA 0.6 - - - -
Others 8.8 9.4 10.0 10.5 11.1
Total 100.0 100.0 100.0 100.0 100.0
Table 12 LBN Brand Shares of Beer: % Total Volume 2016-2019
% total volume
Brand (Global Brand Company 2016 2017 2018 2019
Owner)
Bud Light Anheuser-Busch InBev NV 17.3 16.6 16.1 15.4

Coors Light (Molson MillerCoors LLC 8.3 8.2 8.0 7.8
Coors Brewing Co)
Miller Lite (Molson MillerCoors LLC 6.3 6.3 6.2 6.3
Coors Brewing Co)
Budweiser Anheuser-Busch InBev NV 6.1 5.9 5.7 5.5
Modelo Especial Crown Imports LLC 3.0 3.5 4.1 4.8
(Constellation
Brands Inc)
Michelob Ultra Anheuser-Busch InBev NV 3.0 3.3 3.8 4.3
Corona Extra Crown Imports LLC 4.3 4.2 4.1 4.2
(Constellation
Brands Inc)
Natural Light Anheuser-Busch InBev NV 3.2 3.2 3.3 3.3
Busch Light Anheuser-Busch InBev NV 3.2 3.3 3.3 3.2
Busch Anheuser-Busch InBev NV 2.3 2.4 2.3 2.2
Others Others 43.0 43.2 43.2 43.1
Total Total 100.0 100.0 100.0 100.0
Table 13 Forecast Sales of Beer by Category: Total Volume 2019-2024
million litres
2019 2020 2021 2022 2023 2024
Dark Beer 2,417.5 1,924.7 1,939.4 1,975.2 2,021.6 2,059.1

- Ale 1,783.0 1,398.4 1,440.3 1,494.4 1,554.1 1,605.7
- Sorghum - - - - - -
- Weissbier/Weizen/ 634.4 526.4 499.1 480.7 467.5 453.4

Wheat Beer
Lager 20,591.4 19,190.3 18,924.7 18,875.7 18,965.4 19,030.9
- Flavoured/Mixed Lager 355.1 350.4 339.4 336.2 338.8 343.4
- Standard Lager 20,236.3 18,839.9 18,585.4 18,539.5 18,626.6 18,687.6
-- Premium Lager 6,615.0 6,267.8 6,263.6 6,385.4 6,578.2 6,770.9
Lager
Lager
-- Mid-Priced Lager 8,907.4 8,222.6 8,088.5 8,018.2 7,988.4 7,938.1
Lager
Lager
-- Economy Lager 4,713.9 4,349.5 4,233.2 4,135.9 4,060.0 3,978.6
Lager
Lager
- Low Alcohol Beer 77.1 64.2 61.9 60.4 59.6 58.7
Stout 274.1 221.3 225.8 234.8 247.2 260.0
Beer 23,466.0 21,509.0 21,275.4 21,285.0 21,448.5 21,578.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 14 Forecast Sales of Beer by Category: Total Value 2019-2024
USD million
2019 2020 2021 2022 2023 2024
Dark Beer 19,028.3 12,355.7 13,348.7 14,310.7 15,223.3 15,923.4

- Ale 14,724.3 9,352.8 10,365.5 11,335.0 12,247.9 12,982.0
- Sorghum - - - - - -
- Weissbier/Weizen/ 4,303.9 3,003.0 2,983.2 2,975.6 2,975.4 2,941.4
Wheat Beer
Lager 83,083.6 64,687.2 66,950.5 69,641.1 72,308.5 74,223.3
- Flavoured/Mixed Lager 1,353.1 1,163.9 1,173.1 1,202.1 1,242.9 1,280.0
- Standard Lager 81,730.5 63,523.3 65,777.4 68,439.0 71,065.5 72,943.3
-- Premium Lager 36,642.5 29,124.1 30,636.9 32,570.6 34,606.2 36,320.9
Lager
Lager
-- Mid-Priced Lager 30,601.0 23,186.4 23,851.7 24,548.6 25,141.1 25,416.3
Lager
Lager
-- Economy Lager 14,487.0 11,212.8 11,288.7 11,319.8 11,318.3 11,206.2
Lager
Lager
- Low Alcohol Beer 271.1 184.6 185.7 186.6 187.1 185.1
Stout 2,539.5 1,626.4 1,764.2 1,915.0 2,067.8 2,193.6

Beer 105,389.2 79,248.3 82,719.9 86,605.5 90,425.4 93,248.0
trade sources
Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
% total volume growth

2019/20 2019-24 CAGR 2019/24 Total
Dark Beer -20.4 -3.2 -14.8

- Ale -21.6 -2.1 -9.9
- Sorghum - - -
Lager -6.8 -1.6 -7.6
- Flavoured/Mixed Lager -1.3 -0.7 -3.3
- Standard Lager -6.9 -1.6 -7.7
-- Premium Lager -5.2 0.5 2.4
--- Domestic Premium Lager -12.2 0.4 1.8
--- Imported Premium Lager -1.1 0.5 2.7
-- Economy Lager -7.7 -3.3 -15.6
Non/Low Alcohol Beer -5.6 4.5 24.6
Stout -19.3 -1.0 -5.1
Beer -8.3 -1.7 -8.0
trade sources
Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024
% local currency, constant value growth
2019/2020 2019-24 CAGR 2019/24 Total
Dark Beer -35.1 -3.5 -16.3

- Ale -36.5 -2.5 -11.8
- Sorghum - - -
Lager -22.1 -2.2 -10.7
- Flavoured/Mixed Lager -14.0 -1.1 -5.4
- Standard Lager -22.3 -2.2 -10.8
-- Premium Lager -20.5 -0.2 -0.9
--- Domestic Premium Lager -27.9 0.2 0.8
--- Imported Premium Lager -16.0 -0.4 -1.9
-- Mid-Priced Lager -24.2 -3.6 -16.9
-- Economy Lager -22.6 -5.0 -22.6
Non/Low Alcohol Beer -21.5 4.2 23.0

- Non Alcoholic Beer -15.5 9.1 54.8
Stout -36.0 -2.9 -13.6
Beer -24.8 -2.4 -11.5
trade sources

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LIST OF CONTENTS AND TABLES

Domestic light beers suffer as competition from hard seltzers mounts

Non-alcoholic beers see strong growth as health and wellness trends

Crown Imports continues to be the best performer among the large

2020 AND BEYOND

Affected products within beer

Recovery and opportunities

Lager price band methodology

Summary 1 Lager by Price Band 2019

Table 1 Number of Breweries 2015-2019

Year 2015 2016 2017 2018 2019

Craft 4,628 5,539 6,490 7,346 8,275

Dark Beer 2,207.6 2,373.8 2,435.1 2,435.9 2,426.4 2,417.5

Table 3 Sales of Beer by Category: Total Value 2014-2019

Dark Beer 16,236.7 17,807.2 18,423.2 18,650.3 18,821.2 19,028.3

Table 4 Sales of Beer by Category: % Total Volume Growth 2014-2019

% total volume growth

Dark Beer -0.4 1.8 9.5

Table 5 Sales of Beer by Category: % Total Value Growth 2014-2019

% local currency, current value growth

2018/19 2014-19 CAGR 2014/19 Total

Dark Beer 1.1 3.2 17.2

Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019

Off-trade 17,441.9 17,634.6 17,685.3 17,613.4 17,374.3 17,262.3

Table 7 Sales of Beer by Off-trade vs On-trade: Value 2014-2019

Off-trade 45,040.6 46,503.3 47,808.4 48,979.2 49,487.5 50,089.4

Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019

Off-trade -0.6 -0.2 -1.0

Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019

% constant value growth

Off-trade 1.2 2.1 11.2

Table 10 GBO Company Shares of Beer: % Total Volume 2015-2019

Anheuser-Busch InBev NV 44.5 43.6 42.9 42.6 41.8

Table 11 NBO Company Shares of Beer: % Total Volume 2015-2019

Anheuser-Busch InBev NV 44.5 43.6 42.9 42.6 41.8

Table 12 LBN Brand Shares of Beer: % Total Volume 2016-2019

Bud Light Anheuser-Busch InBev NV 17.3 16.6 16.1 15.4

Table 13 Forecast Sales of Beer by Category: Total Volume 2019-2024

Dark Beer 2,417.5 1,924.7 1,939.4 1,975.2 2,021.6 2,059.1

- Weissbier/Weizen/ 634.4 526.4 499.1 480.7 467.5 453.4

Table 14 Forecast Sales of Beer by Category: Total Value 2019-2024

Dark Beer 19,028.3 12,355.7 13,348.7 14,310.7 15,223.3 15,923.4

Stout 2,539.5 1,626.4 1,764.2 1,915.0 2,067.8 2,193.6

Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024

% total volume growth

Dark Beer -20.4 -3.2 -14.8

Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

% local currency, constant value growth

2019/2020 2019-24 CAGR 2019/24 Total

Dark Beer -35.1 -3.5 -16.3

- Low Alcohol Beer -31.9 -7.3 -31.7

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